Last year, Spain’s tourism sector, its economic growth engine, reached historical levels, contributing nearly €187 billion (about $195 billion) to its GDP thanks in part to the fruits of digitalization. Technology, says Soltour CIO Miguel Abril, has taken on a fundamental role, transforming not only the customer experience through personalization and operational efficiency, but also the way in which consumers plan, book, and enjoy their trips.
However, he adds, the maturity varies in one of the most consolidated verticals at a national level. “The big players, such as OTAs [Online Travel Agencies], are advancing in their adoption of new technologies, taking advantage of AI and big data tools, while other actors are in earlier stages of integration,” he says.
Referring to the latest figures from the National Institute of Statistics, Abril highlights that in the last five years, technological investment within the sector has grown more than 40%. “This reflects the growing dependence on digital solutions to maintain competitiveness,” he says.
